Akintomiwa Michael Morgan

22002099

Brief History of the company:

Which company did you choose for your project? NIGERIA BREWERIES PLC
When was it established? With whom? (The company owners?) Nigeria Breweries Plc was
established in 1946 by Heineken International, a Dutch brewing company, in collaboration with
the Nigerian government.

What services and products does the company sell?

Nigeria Breweries Plc produces and sells a range of alcoholic and non-alcoholic beverages
including beer, malt drinks, energy drinks, and water.

Briefly explain the main aim/objective of the company.

Nigeria Breweries Plc aims to be the foremost brewing company in Nigeria by producing high-
quality products that meet the diverse needs of its customers while promoting responsible
drinking.

Who is the target audience of the company?

The target audience of Nigeria Breweries Plc is individuals of the legal drinking age who enjoy
beer, malt drinks, and other alcoholic beverages.

SWOT Analysis of Nigeria Breweries Plc:

Strengths:
Strong brand portfolio: Nigerian Breweries has a strong portfolio of well-known brands,
including Star, Gulder, and Heineken, which gives them a competitive edge in the market.
Wide distribution network: The company has an extensive distribution network, which enables
it to reach a wide range of customers across the country.
High-quality products: Nigerian Breweries is known for producing high-quality beverages, which
has helped to build customer loyalty and maintain market share.
Experienced management team: The company has a team of experienced managers who have
helped to guide the company's growth and success over the years.
Weaknesses:
Dependence on imported raw materials: The company relies heavily on imported raw materials,
which exposes it to foreign exchange risks and supply chain disruptions.
High production costs: The high cost of production hurts the company's profitability, which can
make it difficult to remain competitive.
Vulnerability to economic downturns: Economic downturns can lead to a decline in consumer
spending, which can negatively affect the company's sales and profitability.
Increasing competition: The Nigerian beverage market is becoming increasingly competitive,
which puts pressure on Nigerian Breweries to innovate and differentiate themselves from their
competitors

Opportunities:
Growing demand for alcoholic and non-alcoholic beverages: The increasing demand for
beverages in Nigeria presents an opportunity for Nigerian Breweries to expand their market
share.
Expansion into new markets: The company can expand into new markets both within and
outside Nigeria, which can help diversify its revenue streams.
Product innovation: Nigerian Breweries has the opportunity to develop new and innovative
products to meet changing customer preferences and tastes.
Partnerships and collaborations: The company can leverage partnerships and collaborations to
expand its distribution network and increase brand awareness.

Threats:
Government regulations and policies: Changes in government regulations and policies can have
a significant impact on Nigerian Breweries' operations and profitability.
Increase in taxation: The company is subject to various taxes and levies, and any increase in
taxation can hurt its profitability.
Fluctuating exchange rates: Changes in exchange rates can affect the cost of imported raw
materials and impact the company's profitability.
Rising health concerns and negative perceptions about alcohol consumption: Increased
awareness about the negative health effects of alcohol consumption can lead to a decline in
sales and profitability for Nigerian Breweries.

Competitor Analyses of the Company – Who are the company’s main competitors?
Nigeria Breweries Plc faces stiff competition from several local and international brewing
companies operating in Nigeria
Guinness Nigeria Plc
International Breweries Plc
SABMiller Nigeria.

What are their strengths when you compare them with your chosen company?
Guinness Nigeria Plc:
Strong brand recognition and loyalty
Diversified product portfolio
Well-established distribution network
Experienced management team

International Breweries Plc:

Wide product range
Growing market share
Strategic partnerships with other companies
Strong financial performance

What kind of CSR campaign could you apply to the company?

A social responsibility campaign would focus on raising awareness about the dangers of
excessive alcohol consumption and promoting responsible drinking habits. This could be
achieved through various means, such as social media campaigns, educational programs, and
community outreach initiatives.
Additionally, the company could implement a sustainability campaign that focuses on
protecting the environment. This campaign could aim to reduce the company's environmental
footprint and encourage responsible consumption practices among consumers. This could
involve initiatives such as reducing packaging waste, promoting recycling and responsible waste
disposal practices, and supporting environmental conservation programs.
Overall, these CSR campaigns aim to promote responsible consumption practices and raise
awareness about important social and environmental issues. By doing so, Nigeria Breweries Plc
can contribute to the well-being of its consumers and the wider community, while also
improving its reputation as a socially responsible company.

Planning of the campaign:

A- Target Audience of the Campaign: The target audience of the campaign will be adults of legal
drinking age who consume Nigeria Breweries Plc's products. This group is most likely to be
affected by the message of responsible drinking and reducing alcohol-related harm.
B- Action Time: The campaign will run for six months from July to December. These dates were
chosen to coincide with the festive season, a period when alcohol consumption is typically high.
Also, the campaign will start during World Hepatitis Day on July 28, which focuses on raising
awareness about the hepatitis virus, a disease often associated with excessive alcohol
consumption.
C- Media Tools: The following media tools will be used in the campaign:
1- Social media: Facebook, Instagram, and Twitter will be used to reach a wide audience and
engage with consumers. Social media will be used to share informative and engaging content,
including videos, infographics, and polls, to educate the target audience on responsible drinking
habits and the dangers of excessive alcohol consumption.
2- TV: Advertisements promoting responsible drinking and reducing alcohol-related harm will
be aired during prime-time television programs. The TV commercials will be short, engaging,
and informative, and they will be designed to create awareness about the campaign's
objectives.
3- Outdoor: Billboards and posters will be strategically placed in high-traffic areas such as bus
stops, markets, and shopping malls. The outdoor media will feature creative and engaging
messaging, including slogans, images, and QR codes that can be scanned to access more
information about the campaign.
4- Press Conferences: The company will organize press conferences to announce the campaign
and share information about the campaign's objectives, activities, and progress. The press
conferences will be attended by journalists, bloggers, and influencers who will help to spread
the message of responsible drinking through their respective platforms.
Overall, the media tools chosen for the campaign will be used to create a multi-channel
approach to reach a wide audience and reinforce the message of responsible drinking and
reducing alcohol-related harm.

The slogan of the PR Campaign: The slogan of the campaign will be " Refreshing Moments ,
Sharing Happiness"